For undergraduate Principles of Marketing courses. Real people making real choices Marketing: Real People, Real Choices is the only text to introduce marketing

NOTE This edition features the same content as the traditional text in a convenient, three-hole-punched, loose-leaf version. Student Value Editions also offer a

Whether we're buying a pair of jeans, ordering a cup of coffee, selecting a long-distance carrier, applying to college, choosing a doctor, or setting up a 401(k

This work focuses on one of ethics' most insidious problems: the inability to make clear and consistent choices in everyday life. The practical tools and techni

Whether your objective is to grow a brand or promote healthy behaviors, you need a deep understanding of how humans intuitively make choices using cognitive mec